Now this is a scenario I’m sure most SEO and SEM Managers have seen:
their organization buys a great, powerful SEO tool but finds they end
up barely using it. Often the application itself gets the blame, but
this is a sign the utility was bought prior to the company actually
being ready to use it. So, the key is to use the options you have and
get yourself into a position to extend the utilities in your toolbox,
not simply to have lots of them that are barely used.
Of course, the most common SEO utilities everyone should have
actually cost nothing at all: your Google and Bing webmaster tool
accounts. These are great resources that every site has available,
although frequently they overlooked and not truly put to use. Until you
have really made use of the very rich data Google and Bing provide, you
will not be able to make efficient and full use of other, costlier
applications.
Other free tools to consider are FireBug for Firefox, PageSpeed and
other similar applications. These allow you to dig into the technical
side in addition to the signals coming from your webmaster accounts.
Combined, these software solutions provide a lot of guidance on where to
concentrate your foundational SEO-building efforts.
There are still more SEO tools available to your SEM team. How about
your paid search data? What keywords are you bidding on that convert
best, and what pages do they link to? Are those keywords even making
the list for that certain page? If not, here is yet another unused
component of your corporate SEO toolbox, and this one you actually pay
for.
Ok, so let’s say you are already maximizing all 3 of these types of
tools. Your webmaster accounts literally show you gold stars when you
log into them, and FireBug, PageSpeed, etc., tell you that you have the
fastest site on the web and the cleanest code imaginable. Are you ready
to buy a really fancy tool now? Maybe, but wait, there’s more to
evaluate first.
Now it is time to truly use your own investigation skills and really
dig in before determining you want that fancy SEO Ferrari. For
instance, have you been using advanced searches on Google and really
taken a look at what Google has on your website? I’ll be honest, one of
my favorite things is to pull up a company’s robots.txt file, choose a
blocked value and then do a Google query of “site:<URL>
inurl:<blocked value>” in order to see what is in the index and/or
supplemental index that should not be. There are a ton of these
advanced search options that can identify — and often define — new SEO
improvement projects, and the best part is Google is showing you your
leak areas right on Google itself. These are just some of the Google advanced search options
all SEO people should have used at some point. Not only can these give
you great information about your site, but they can also be used to
identify weaknesses in your competitors’ SEO foundation and, like GI Joe
said “knowing is half the battle.”
Obviously SEO is an ongoing task in every smart organization; that is why I call it “The Tortoise” of search.
We all want the best SEO and the prestige and traffic and sales that
come from it. However, when it comes to buying a fancy tool, ask
yourself and your SEM team, “Are we maximizing those we already have?”
If the answer is no or – worse yet — the answer is a shrug of the
shoulders, don’t buy that fancy tool yet and save those dollars for
making more dollars. Shoot, add what the utility would cost per month
to an employee reward fund or to your paid search budget as a keyword
testing fund. At the end of the day, your dollar will go further that
way than spending it on a application your organization is not quite
ready for.
Now go dig into those tools you may have forgotten that you have.
Once they all give you gold stars, then go buy that Ferrari that will
take you to the next level…that is, if you still actually need it.
0 Comments
Please add nice comments or answer ....